Pengaruh Media Sosial, Daya Tarik Wisata, dan Citra Destinasi Terhadap Keputusan Berkunjung Wisatawan Ke Pasar Triwindu Surakarta
DOI:
https://doi.org/10.63822/ppm22g59Keywords:
Social media; Tourist attraction; Destination image; Visiting decisionAbstract
This study aims to examine the influence of social media, tourist attraction, and destination image on tourists’ decisions to visit Triwindu Market in Surakarta. This study employed a quantitative approach using primary data as the data source. The sampling technique used was non-probability sampling with a purposive sampling method. The research sample consisted of 100 respondents who were tourists who had visited Triwindu Market in Surakarta. The data were collected through questionnaires and a literature review. The results of the validity and reliability tests indicate that all statement items used to measure the variables of social media, tourist attraction, destination image, and visit decision met the established validity and reliability criteria. Furthermore, the results of the classical assumption tests indicate that the research data were normally distributed and did not exhibit problems of multicollinearity, autocorrelation, or heteroscedasticity. Based on the results of multiple linear regression analysis, the regression equation obtained was Y = -7.806X1 + 0.464X2 + 0.434X3 + e. The regression coefficients indicate that social media (X1), tourist attraction (X2), and destination image (X3) have a positive influence on visit decisions. The results of the t-test show that social media, tourist attraction, and destination image each have a significant partial influence on visit decisions. Meanwhile, the results of the F-test indicate that the three independent variables, namely social media, tourist attraction, and destination image, simultaneously have a significant influence on visit decisions. The coefficient of determination test resulted in an adjusted R-squared value of 0.529. This indicates that social media, tourist attraction, and destination image collectively explain 52.9% of the variation in tourists’ visit decisions, while the remaining 47.1% is influenced by other factors or variables not included in this study.
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